The six markets model

Christopher, Payne and Ballantyne (1991) from Cranfield University goes further. They

identify six markets which they claim are central to relationship marketing. They
are: internal markets, supplier markets, recruitment markets, referral markets, influence
markets, and customer markets.
Referral marketing is developing and implementing a marketing plan to stimulate
referrals. Although it may take months before you see the effect of referral marketing,
this is often the most effective part of an overall marketing plan and the best use of
resources.
Marketing to suppliers is aimed at ensuring a long-term conflict-free relationship in
which all parties understand each others' needs and exceed each others' expectations.
Such a strategy can reduce costs and improve quality.
Influence markets involve a wide range of sub-markets including: government regulators,
standards bodies, lobbyists, stockholders, bankers, venture capitalists, financial analysts,
stockbrokers, consumer associations, environmental associations, and labor associations.
These activities are typically carried out by the public relations department, but
relationship marketers feel that marketing to all six markets is the responsibility of
everyone in the organization. Each market may require its own explicit strategies and a
separate marketing mix for each.

RATER Model to Improve the Customer Service

RATER model is invented by Leonard Berry. He identified this five quality customer
service dimensions. Reliability, Assurance, Tangibles, Empathy, and Responsiveness.
Nowadays, B2C businesses are taking care of this model. But, this will work out for all
businesses such as B2B, B2C etc.

The quality customer service is the foundation for long run businesses. RATER model
will regulate the business process, solutions and services.

Reliability – Which means that the service providers ability to identify and provide
business solutions to their customers to achieve their goals and objectives.
Assurance – Providing trust and confidence to the buyers with good quality solutions.

Tangibility – Making customers happy with business environment, internal processes,

corporate structure, meeting schedule and everything

Empathy – Understanding the customer’s business, goals, objectives and providing

solutions with good quality and helping them to overcome their problems

Responsiveness – Reveals the service providers awareness in problem solving with

viable business solutions.

This process will refine the quality of business solutions and customer support.